Interview: AMYKARINE

AMYKARINE is an independent British brand, established by artist sisters Amy and Karine Brutyan, passionate for all things creative and beautiful. The brand is celebrating the unique sophisticated fusion of art and fashion. All items are limited edition pieces  created using a mixture of art techniques –hand-painted and hand-drawn colourful illustrations which are then transferred onto the 100% natural carefully selected silk fabrics on a pure ecological basis. AMYKARINE creations unleash unexpected combinations of colours and unique designs, reflecting undeniable energy. The style of AMYKARINE can be singularly identified – exclusive design and beautiful patterns, fantastic colours, as well as hand-crafted hems mark every single piece by AMYKARINE. All items are Limited edition scarves and foulards, and come with a signature AMYKARINE boxes.
Today we have a chance to talk with the designers and to learn more about the brand…

Amykarine designers

Tell us the story behind the brand?

AMYKARINE is hugely influenced by our background. We were born into a very creative family, and raised in a household full of the works by distinguished Armenian painters, which were carefully collected by our father. And it is no surprise that we have been drawn to arts and design since early childhood. We also had interest in fashion and all sort of things you could wear. Establishing AMYKARINE came as a natural development of our creative drive, our passion for design, fashion, visual arts, and our love to all things original and innovative.

AMYKARINE is guided by the passion of creating beautiful pieces, by blending art and fashion, believing that accessories must be attractive to the eye and made in exceptional quality fabrics. The key is creativity and uniqueness, our scarves must look different to everyone else.

What’s the style of AMYKARINE woman?

Strong, confident, hard-working, successful, feminine, elegant, with subtle sense of beauty and style. She is a true lady, and has passion for all sorts of accessories – belts, shoes, jewellery. Her job can be in any sphere – from business and journalism to creative fields, she sets high standards for herself, and she aspires to the very best luxury things, which reflect her status, so she prefers very high quality timeless items. She is sophisticated, conscious of fashion, but not a fashion victim, who stays loyal to her own style.

What inspired your latest collection?

Our latest collection entitled Sonnet is inspired by the English romantic poetry – poems by Wordsworth, Shelley and Byron – the greatest classics of world literature, which, we are convinced, is easily understood anywhere in the world. Romanticism, a 19th century artistic and literary movement, which originated in Europe, was very strong in Britain, Germany and France, but also reached Spain, Latin America and North America. It produced great work and masterpieces in music, literature and fine art. So, our prints are inspired by the fusion of cultures, and never by a particular land, they never feature a culture-specific pattern. We believe that the fusion of cultures brings a fabulous, wonderful blend, especially when it comes to art and design. AMYKARINE is not an “ethnic” brand and its ethos is to transcend cultures and national boundaries with pieces inspired by world classics.

How important, you think, are accessories, especially scarves?

The scarf is the best item to show the designs and pattern and to realize the ideas related to textile design. A silk square is a statement accessory, which, just like jewellery, can boost confidence and change the overall style of the outfit. We personally love scarves, because scarves are great accessory and can be worn in so many different ways. We can hardly be seen going out not wearing a scarf, though each time styled differently depending on our mood or occasion. AMYKARINE scarves are timeless, classic accessories, which add that final touch and determine the style.

What has been your biggest success since launching the business?

It’s amazing that we started selling immediately, and received orders from international customers via our online boutique. It’s really exciting for a designer to know that your creations appeal to so many different women from various places – from London and Paris to Delhi and Shanghai.

What’s the most popular scarf that you sell?

Fairy Tale Wine Rose is very popular among our customers, which is easily explained by its colour, flattering both blondes, and brunettes. It fits perfectly well with mono-coloured shirts, jackets or dresses. It is also a great choice for those who like black colour, but avoid wearing black, because it ages the face. This scarf can tweak and freshen any monochromatic look, so you can wear your favourite black, or charcoal ensemble and freshen it up by this amazing scarf.

Is there anything you would do differently?

We have a rule in life – never to regret and never look back and remember only good things in life. Our mistakes are the lessons we learned, because one learns not from success, but from failure. Life is too short and too complicated to regret and think about doing things differently. We also remember a remark of Albert Einstein: “Anyone who has never made a mistake has never tried anything new.”

What advice would you offer to other people thinking about launching their own business?

Be flexible, know your market, stand out among competitors, build a strong and reliable team. But most importantly, be ready to devote all your time, energy, your soul to the new business. Be ready to take risks and face many challenges, but stay true to yourself, your style and your sense of aesthetic. In addition, product quality and excellent customer service should be the main focus of all your efforts.

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